A New Digital Social Contract to Encourage Internet Competition

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Over the past year, the common conception that the lion’s share of the digital advertising market would securely remain the dominion of Facebook and Google for the foreseeable future was turned on its head with the emergence of an entirely new player: Amazon. The company’s emergence in digital advertising has raised the idea that it might present a major challenge to the market power that Facebook and Google have developed in the sector over the past many years.2